This week’s Cumulus Media | Westwood One Audio Active Group® blog examines how AM/FM radio elevates the media plan in 6 slides using new data from MRI-Simmons, Edison’s “Share of Ear”, and Nielsen.
- Reach is the primary media driver of growth.Always aim to get more customers from all segments of the market. It’s the main way brands grow.
- AM/FM radio is America’s number one mass reach media among persons 25-54 and, surprisingly, among 18-34s.
- AM/FM radio generates significant incremental reach to social media platforms and YouTube.
- Digital audio only reaches a third of Americans daily. Adding AM/FM radio causes reach to soar to 72% of the U.S.
- AM/FM radio makes your TV better. The younger the demo, the greater the incremental reach. The addition of AM/FM radio lifts TV reach by +32% among 25-54s and +65% among 18-34s.
To read the full blog post by Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2026/08/17/how-am-fm-radio-elevates-the-media-plan-in-6-slides/. To view a 10-minute video of the key findings, visit: https://www.youtube.com/watch?v=55WFcQtnSl0.
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